Adriana Batista

Work

Experience

Contacts

Adriana Batista

Work

Experience

Contacts

Case

Deca | Dexco

Discovery for Deca, a leading company in the metal and sanitary ware segment for construction, focused on its website.

Work

Industry

Construction Industry

Founded

1947

Company size

6.000

This case contains confidential data that has been intentionally omitted to respect privacy and confidentiality agreements. If the brand identifies any additional information it would like to have removed or wishes to discuss further confidentiality measures, please feel free to reach out directly.

Challenge

Discovery for Deca, a leading company in the metal and sanitary ware segment for construction, focused on its website. The goal was to identify opportunities for better product presentation, update brand positioning, and deliver an exceptional experience for diverse audiences.

Findings

Primary user: Architects
Casa Cor is the main source for staying updated on trends and inspiration in the architecture market.
Pinterest is the most-used digital platform during the creative process.
Project stages in order: 1. Plumbing, 2. Structure, 3. Finishes and Coatings.
Design elements defined in order: 1. Room size, 2. Style, 3. Color.
Frequently visits brand showrooms.
Signature collections are often requested by Class A clients.
Sustainability is sought in a technical sense but is not a decisive factor (e.g., timers, flow regulators, duo systems).
The search begins with room planning. Rooms with the highest investment in order: Kitchen, Bathroom, and Laundry Room.
Measurements are crucial (size, height, width).
Searches focus on cost (low to high prices) and benefits (durability, quality, warranty), with greater emphasis on benefits over cost.
Reviews technical specifications, with Deca already being a reference in this area.
Searches for colors (White, Matte Ebony, Matte Brown).
Searches for shapes (Round, Square, Oval, Rectangle).
Uses desktop throughout the process, occasionally switching to a tablet.
Conducts product anatomy studies.

Decisions

Prioritize the inspiration journey: Inspire users with products in context and ensure the layout aligns with their main inspiration tool, Pinterest.
Highlight signature collections and exclusive products.
Structure navigation around room-specific searches.
Reinforce Deca's position as a leader in the segment, recognized for design, quality, and technology.
Home page:
- First scroll: Highlight Deca’s attributes and differentiators—design, modernity, sophistication, and technology.
- Best-selling products featured as "trophies."
- Second scroll: Showcase launches in contextualized settings, with links to the product or collection.
Product architecture: reorganize by room and create custom filters for each category, considering product anatomy studies.
Product page: provide a complete technical data sheet with fields like flow rate, pressure, activation mechanism, technical drawings, technologies, etc.
Navigation layers: Restructure to address the funnel objectives—navigational, informational, and finally transactional.
Create relative search terms (e.g., Deca uses “Bowl,” but users search for “Toilet,” “Loo,” or “Sanitary Ware”).

Results

42%

Increase Retention

Redesigned information architecture for the product tree

New design system aligned with Deca's rebranded

Adriana Batista | Design Specialist with +20 years of experience

Trusted by Professionals

While most of my client reviews are NDA-protected (because, you know, top-secret agency white label stuff), I managed to sneak in a few favorites from my previous partners.

A Adriana é uma profissional extremamente competente. Suas habilidades criativas aliadas com sua organização e senso de priorização são diferenciais em ambientes extremamente exigentes e complexos.
Além disso, ela consegue se posicionar de uma forma clara, objetiva e consistente passando muita credibilidade a todos os stakeholders. Por esses motivos, posso afirmar que a Adriana será peça chave em qualquer contexto no qual ela estiver.
Renan Cunha
Senior Product Manager
Tive a oportunidade de trabalhar com a Adriana na Qui Group, onde prestou serviços para minha área; profissional atenciosa e criativa, sempre buscando o melhor para atender o mercado.
Visão 360 dos produtos e ações de marketing que conduziu. Fácil relacionamento e flexível, sempre liderando e conduzindo o melhor para equipe x empresa x cliente. Parceira para todos os desafios apresentados.
Quemuel Vieira
Co-Founder Voltify
Adriana é mais do que uma UX com grande conhecimento e expertise, mas sim uma gestora capaz de compreender as incertezas que um projeto ou trabalho de consultoria no meio de produtos digitais é normal de se ter. Com essa habilidade consegue ler de forma clara os momentos onde pode dar total autonomia e quando pode ser uma dupla do seu próprio time, vestindo a mesma camisa ou até mesmo sentando na mesma cadeira.
Maria Septimus
Lead Designer, Dynamics Agency
Adriana was a lifesaver for our project! We were facing an impossibly tight deadline, and she stepped in with confidence and delivered an outstanding design that perfectly aligned with our brand. What impressed me most was her ability to stay calm under pressure and maintain open communication throughout the process. Not only did she meet our timeline, but she also exceeded our expectations in terms of quality and creativity. We couldn’t have asked for a better designer to handle this project.
Emily Roberts
Marketing Manager, BrightSpark Media
Her attention to detail and ability to quickly understand our needs made her a crucial part of the project's success.
She even suggested ideas we hadn’t considered, which brought additional value to the final product.
I can’t recommend her enough!
Carlos Rivera
Product Owner, TechNova Inc
Working with Adriana was a game-changer for our brand. From the very beginning, she brought fresh and innovative ideas that instantly elevated our project to a whole new level.
Her designs captured the essence of what we wanted to communicate and went far beyond what we thought was possible. She’s incredibly skilled at turning abstract concepts into tangible, visually stunning results.
Sarah Thompson
Founder, GreenGlow Organics

Trusted by Professionals

While most of my client reviews are NDA-protected (because, you know, top-secret agency white label stuff), I managed to sneak in a few favorites from my previous partners.

A Adriana é uma profissional extremamente competente. Suas habilidades criativas aliadas com sua organização e senso de priorização são diferenciais em ambientes extremamente exigentes e complexos.
Além disso, ela consegue se posicionar de uma forma clara, objetiva e consistente passando muita credibilidade a todos os stakeholders. Por esses motivos, posso afirmar que a Adriana será peça chave em qualquer contexto no qual ela estiver.
Renan Cunha
Senior Product Manager
Tive a oportunidade de trabalhar com a Adriana na Qui Group, onde prestou serviços para minha área; profissional atenciosa e criativa, sempre buscando o melhor para atender o mercado.
Visão 360 dos produtos e ações de marketing que conduziu. Fácil relacionamento e flexível, sempre liderando e conduzindo o melhor para equipe x empresa x cliente. Parceira para todos os desafios apresentados.
Quemuel Vieira
Co-Founder Voltify
Adriana é mais do que uma UX com grande conhecimento e expertise, mas sim uma gestora capaz de compreender as incertezas que um projeto ou trabalho de consultoria no meio de produtos digitais é normal de se ter. Com essa habilidade consegue ler de forma clara os momentos onde pode dar total autonomia e quando pode ser uma dupla do seu próprio time, vestindo a mesma camisa ou até mesmo sentando na mesma cadeira.
Maria Septimus
Lead Designer, Dynamics Agency
Adriana was a lifesaver for our project! We were facing an impossibly tight deadline, and she stepped in with confidence and delivered an outstanding design that perfectly aligned with our brand. What impressed me most was her ability to stay calm under pressure and maintain open communication throughout the process. Not only did she meet our timeline, but she also exceeded our expectations in terms of quality and creativity. We couldn’t have asked for a better designer to handle this project.
Emily Roberts
Marketing Manager, BrightSpark Media
Her attention to detail and ability to quickly understand our needs made her a crucial part of the project's success.
She even suggested ideas we hadn’t considered, which brought additional value to the final product.
I can’t recommend her enough!
Carlos Rivera
Product Owner, TechNova Inc
Working with Adriana was a game-changer for our brand. From the very beginning, she brought fresh and innovative ideas that instantly elevated our project to a whole new level.
Her designs captured the essence of what we wanted to communicate and went far beyond what we thought was possible. She’s incredibly skilled at turning abstract concepts into tangible, visually stunning results.
Sarah Thompson
Founder, GreenGlow Organics

Trusted by Professionals

While most of my client reviews are NDA-protected (because, you know, top-secret agency white label stuff), I managed to sneak in a few favorites from my previous partners.

A Adriana é uma profissional extremamente competente. Suas habilidades criativas aliadas com sua organização e senso de priorização são diferenciais em ambientes extremamente exigentes e complexos.
Além disso, ela consegue se posicionar de uma forma clara, objetiva e consistente passando muita credibilidade a todos os stakeholders. Por esses motivos, posso afirmar que a Adriana será peça chave em qualquer contexto no qual ela estiver.
Renan Cunha
Senior Product Manager
Tive a oportunidade de trabalhar com a Adriana na Qui Group, onde prestou serviços para minha área; profissional atenciosa e criativa, sempre buscando o melhor para atender o mercado.
Visão 360 dos produtos e ações de marketing que conduziu. Fácil relacionamento e flexível, sempre liderando e conduzindo o melhor para equipe x empresa x cliente. Parceira para todos os desafios apresentados.
Quemuel Vieira
Co-Founder Voltify
Adriana é mais do que uma UX com grande conhecimento e expertise, mas sim uma gestora capaz de compreender as incertezas que um projeto ou trabalho de consultoria no meio de produtos digitais é normal de se ter. Com essa habilidade consegue ler de forma clara os momentos onde pode dar total autonomia e quando pode ser uma dupla do seu próprio time, vestindo a mesma camisa ou até mesmo sentando na mesma cadeira.
Maria Septimus
Lead Designer, Dynamics Agency
Adriana was a lifesaver for our project! We were facing an impossibly tight deadline, and she stepped in with confidence and delivered an outstanding design that perfectly aligned with our brand. What impressed me most was her ability to stay calm under pressure and maintain open communication throughout the process. Not only did she meet our timeline, but she also exceeded our expectations in terms of quality and creativity. We couldn’t have asked for a better designer to handle this project.
Emily Roberts
Marketing Manager, BrightSpark Media
Her attention to detail and ability to quickly understand our needs made her a crucial part of the project's success.
She even suggested ideas we hadn’t considered, which brought additional value to the final product.
I can’t recommend her enough!
Carlos Rivera
Product Owner, TechNova Inc
Working with Adriana was a game-changer for our brand. From the very beginning, she brought fresh and innovative ideas that instantly elevated our project to a whole new level.
Her designs captured the essence of what we wanted to communicate and went far beyond what we thought was possible. She’s incredibly skilled at turning abstract concepts into tangible, visually stunning results.
Sarah Thompson
Founder, GreenGlow Organics

Trusted by Professionals

While most of my client reviews are NDA-protected (because, you know, top-secret agency white label stuff), I managed to sneak in a few favorites from my previous partners.

A Adriana é uma profissional extremamente competente. Suas habilidades criativas aliadas com sua organização e senso de priorização são diferenciais em ambientes extremamente exigentes e complexos.
Além disso, ela consegue se posicionar de uma forma clara, objetiva e consistente passando muita credibilidade a todos os stakeholders. Por esses motivos, posso afirmar que a Adriana será peça chave em qualquer contexto no qual ela estiver.
Renan Cunha
Senior Product Manager
Tive a oportunidade de trabalhar com a Adriana na Qui Group, onde prestou serviços para minha área; profissional atenciosa e criativa, sempre buscando o melhor para atender o mercado.
Visão 360 dos produtos e ações de marketing que conduziu. Fácil relacionamento e flexível, sempre liderando e conduzindo o melhor para equipe x empresa x cliente. Parceira para todos os desafios apresentados.
Quemuel Vieira
Co-Founder Voltify
Adriana é mais do que uma UX com grande conhecimento e expertise, mas sim uma gestora capaz de compreender as incertezas que um projeto ou trabalho de consultoria no meio de produtos digitais é normal de se ter. Com essa habilidade consegue ler de forma clara os momentos onde pode dar total autonomia e quando pode ser uma dupla do seu próprio time, vestindo a mesma camisa ou até mesmo sentando na mesma cadeira.
Maria Septimus
Lead Designer, Dynamics Agency
Adriana was a lifesaver for our project! We were facing an impossibly tight deadline, and she stepped in with confidence and delivered an outstanding design that perfectly aligned with our brand. What impressed me most was her ability to stay calm under pressure and maintain open communication throughout the process. Not only did she meet our timeline, but she also exceeded our expectations in terms of quality and creativity. We couldn’t have asked for a better designer to handle this project.
Emily Roberts
Marketing Manager, BrightSpark Media
Her attention to detail and ability to quickly understand our needs made her a crucial part of the project's success.
She even suggested ideas we hadn’t considered, which brought additional value to the final product.
I can’t recommend her enough!
Carlos Rivera
Product Owner, TechNova Inc
Working with Adriana was a game-changer for our brand. From the very beginning, she brought fresh and innovative ideas that instantly elevated our project to a whole new level.
Her designs captured the essence of what we wanted to communicate and went far beyond what we thought was possible. She’s incredibly skilled at turning abstract concepts into tangible, visually stunning results.
Sarah Thompson
Founder, GreenGlow Organics